Special Features of Tourism market
Marketing of tourist product has certain peculiar characteristics.Although general principal of marketing could be applicable to the marketing product,there are certain differences in approach.Theses differences are because of the peculiar character of the tourist product.Some of special character of the tourist product are discussed below;-
a)Tourism is an Intangible,Non-material product;-Tourism is related to service, facilities,pleasure,leisure,etc which is not possible to visualize.
b)Ownership of the Tourism product is Non Transferable;-In tourism buying and selling of the product does not mean buying things like property.It is buying and selling the service. In the process of buying and selling of tourism product no transfer of ownership of goods is involved as compare to the tangible product.For example in the sale of the motor car or house,the seller transfer his ownership to the buyer and buyer may use it for himself or re-sell it.
c)Tourism is an Assembled product'-The tourism product cannot provided by a single Enterprises.Each of the components of a tourism product is highly specialized and all these combined together makes the final product.The tourist product is not an airline or a rail seat or a visit to the historical sites but rather and amalgamation of man components which together make a couplet product.
d)Tourism product does not move;-The tourism product cannot be transported.It does not move to the customer but customer needs to move to the product.As attraction,hotel do not move.Transport moves but it moves to its destination only.The customer must get in to enjoy it.
e)The demand of Tourism product is very unstable;-The demand of tourism is very unstable.Its demand is influenced by different factor such as season,economy/politics religion and other special events etc.The season change greatly affects the demand.Tourism plant is used for a limited time of a year.Many tourist areas have a short season.
Marketing of tourist product has certain peculiar characteristics.Although general principal of marketing could be applicable to the marketing product,there are certain differences in approach.Theses differences are because of the peculiar character of the tourist product.Some of special character of the tourist product are discussed below;-
a)Tourism is an Intangible,Non-material product;-Tourism is related to service, facilities,pleasure,leisure,etc which is not possible to visualize.
b)Ownership of the Tourism product is Non Transferable;-In tourism buying and selling of the product does not mean buying things like property.It is buying and selling the service. In the process of buying and selling of tourism product no transfer of ownership of goods is involved as compare to the tangible product.For example in the sale of the motor car or house,the seller transfer his ownership to the buyer and buyer may use it for himself or re-sell it.
c)Tourism is an Assembled product'-The tourism product cannot provided by a single Enterprises.Each of the components of a tourism product is highly specialized and all these combined together makes the final product.The tourist product is not an airline or a rail seat or a visit to the historical sites but rather and amalgamation of man components which together make a couplet product.
d)Tourism product does not move;-The tourism product cannot be transported.It does not move to the customer but customer needs to move to the product.As attraction,hotel do not move.Transport moves but it moves to its destination only.The customer must get in to enjoy it.
e)The demand of Tourism product is very unstable;-The demand of tourism is very unstable.Its demand is influenced by different factor such as season,economy/politics religion and other special events etc.The season change greatly affects the demand.Tourism plant is used for a limited time of a year.Many tourist areas have a short season.
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